New Click Forensics feature targets trademark issues

Click Forensics, a pay-per-click traffic quality management and click fraud prevention service provider, has added a new feature to its Click Forensics for Advertisers solution called the Trademark Use report.

This technology will identify potential trademark abusers who use well-known brand names to generate PPC traffic.

Paul Pellman, CEO of Click Forensics, said the technology was developed because click fraud in search is a growing concern for clients.

“Not only are we uncovering and identifying sites that may be pirating well-known brands, but we're also quantifying the impact,” he said. “We know how much clients are spending on pirated traffic so we give them the ability to exclude that spend from the campaign and give them an idea as to where to better focus their search efforts.”

The report works by identifying registered domains using trademarked names. Essentially, the offenders would register domains containing trademarked names and then display ads on them that generate traffic and PPC ad revenue. Consumers would often see these results if they mistype a Web site URL and are then directed to a different site with numerous ads and pop-ups.

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